BD NATHANI'S MEMOIR MY JOURNEY THROUGH LALA LAND COMING IN FEBRUARY'21

The memoir, My Journey Through LaLa Land, documents the professional journey, and also dispels myths about traditional family owners in India, also known as lala. BD Nathani initiated his career as a sales executive and went to launch some of the most successful footwear and lifestyle brands in India, especially in the 90s and 2000s. The book is scheduled to be launched on 20th feb’21

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About the book

If you were to imagine a lala, would you see an unruly looking man looking over his accounts or a well-groomed man in a three-piece suit? If you saw the former, it is likely because in a country where the majority of small and medium businesses are famil- owned, lala is seen a derogatory term for an unprofessional leader or owner of a business. In My Journey Through Lala Land, a memoir of a humble salesman and a marketing genius, B D Nathani dispels the myths associated with traditional family-owned businesses. Whether he worked for a Gujju lala or a Baniya lala, the author describes how most traditional family business owners in his experience built successful businesses strategically. Besides, they also enabled him to launch one of the most well-known international footwear and lifestyle brands in India, including Lotto, New Balance and Hi-Tech. The book also tells the true tale of how the author built and grew Woodland from a small footwear company-based in Delhi’s Karol Bagh to an international brand with the help of a visionary family business owner. However, in the beginning, the going was not hunky-dory. The author who always dreamt of traveling the world began by selling a cough syrup. The book, thus, is an excellent read not only for middle rung managers but also for management students who wish to know what makes a brand successful.

About the author

After working for almost eight years, selling FMCG products, he got associated with Lotto, spent a considerable time with Aero Group – Woodland, launched many successful brands in the footwear industry, including Hi-Tech, Crocs, Disney footwear, Chota Bheem and New Balance.